This study examines the innovation and imitation effects in Metaverse service adoption.
We adopt Metaverseroadmap's classification plot to identify the world of Metaverse. These classifications are Augmented reality, Life logging, Mirror world, and Virtual world. All four dimensions have distinctive characteristics.
As we expect smart devices play a significant role in triggering imitation effects, we employ the Bass model to analyze the time series data in the middle of which there has been iPhone's influx as an event.
Result shows that these four dimensions yield different innovation and imitation coefficient values.
Augmented reality has the higher innovation coefficient, P, while Life logging, and Mirror world represent the higher imitation coefficient, Q. Also Virtual world does not receive a statistically significant value.
Implications are drawn to explain the differences.
Mirror world’s imitation effects are based on network externalities, while Life logging’s imitation effects are caused by individuals’ interactions. Augmented reality’s innovation effects are explained by timing of the measurement.